State of Free-to-Air Sport: Seven vs. Nine in 2025

As Australia’s two major free-to-air broadcasters, Channel Seven and Channel Nine, continue to battle for dominance in the sports landscape, recent audience figures and financial results highlight the evolving dynamics between these media giants. With Nine set to release its FY25 interim results on February 25 and Seven’s financials already in, both networks are at a crucial juncture as they navigate the shifting sands of sports broadcasting.

The Ratings Battle: AFL, LIV Golf, and Rugby League

The past week showcased some significant sports events, including the AFL Indigenous All-Stars game, exclusive to Kayo, and key matchups across both Seven and Nine.

• Seven’s LIV Golf Adelaide (Day 2): 666,000 viewers (134,000 in key demos)
• Seven’s Horse Racing 2025: 741,000 viewers (134,000 in key demos)
• Nine’s Rugby League All Stars: 1,193,000 viewers (#3 overall)
• Nine’s Rugby League All Stars Pre-Match: 687,000 viewers (#16 overall)
• Nine’s Rugby League All Stars Post-Match: 537,000 viewers (#22 overall)

Nine’s Rugby League All Stars was a significant draw, ranking third overall for the night, while Seven’s sports offerings lagged in raw numbers. However, Seven has maintained its dominance in overall total TV audience share, holding 42.4% from 6:00 am to midnight, compared to Nine’s 40.3%.

Financial Performance: Seven’s Results Set the Tone

Seven West Media has already released its FY25 interim results, highlighting both strengths and challenges:

• Group revenue: $727 million, down 6% year-on-year
• Total TV advertising revenue: Down 6% amid a soft market
• EBITDA: $92 million, a 26% drop
• BVOD growth: Up 43%, offsetting a 1.8% linear TV decline
• Total TV revenue share: 41.5%, a record for a non-Olympic broadcaster

The revenue drop is largely attributed to a weaker ad market and competition from major sporting events, including the FIFA Women’s World Cup in H1 FY24 and Nine’s Olympic coverage this year. However, Seven’s focus on BVOD, particularly through 7plus, has yielded significant audience gains.

What’s Next for Nine?

Nine Entertainment Co. (ASX: NEC) is set to release its interim FY25 results on February 25. Given its strong performance with the Rugby League All Stars and its continuing push in the sports space, analysts will be keen to see if it has outperformed Seven in key revenue areas. The company must also address concerns about market volatility and shifting viewership trends, especially as sports rights costs continue to rise.